I was really excited when Google Play came out with audiobooks on their platform. I realize that Google's success may still result in an oligopoly situation. That would still be better.
I'm a prolific Audiobook listener, but actively avoided Audible because of the subscription model.
I've never been attracted to audiobooks because of the really steep price (compared to ebooks), but I've just checked five fiction books from my to-read list and they all seem much cheaper on Google Play than on Audible and Libro.fm.
Out of five, one is $2.5 cheaper, while the other four are $10+ cheaper.
I'm a prolific Audiobook listener, but actively avoided Audible because of the subscription model.